Gothenburg

📋 1 Guidelines

🔗 Connections

Sector

Tourism

Region

Sweden

Guideline Year

2017

Language

English

Tags

City Tourism Regional

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • To enhance Gothenburg’s image as a city associated with tourism, events, and knowledge, creating positive associations and a competitive, consistent brand identity.
Core Values
  • pleasant
  • pluralistic
  • inspiring
Target Audience
  • Locals and visitors seeking creative experiences, friendly connections, and a welcoming, tolerant environment.
Personality Traits
  • friendly
  • welcoming
  • open
  • tolerant
  • creative
  • inspiring
Visual Identity Overview
  • The visual identity is defined by a patented blue logotype, a broad color palette inspired by local features, carefully selected typography, and a modern, creative photography style. Consistency, free space, and proper logo usage are emphasized throughout all visual materials.

Categories

Brand Voice
  • Gothenburg has a new identity and tone based on the “go:” concept.
  • This concept is central to all communication regarding Gothenburg as a destination. Our aim is to enhance Gothenburg’s image as a city associated with tourism, events and knowledge.
Brand Imagery
  • The image photo style plays a vital part in the graphic identity of the destination. In brief, the selection of images should reflect our core values: pleasant, pluralistic and inspiring.
  • A view has to say more than just landmarks, buildings or scenery. Add inspiration with an interesting angle, light or cut.
  • Show the city from a close up perspective. It is sometimes preferred when showing characteris­tic features for the destination: a tram number, a detail from the shipyards or the yellow bricks.
  • The core value pleasant is best communicated close up. It is important that portraits feel spontaneous to show life and movement.
  • We work with images of various kinds. It can often get boring if all images are photographed from the same distance and angle. It is better to let different kinds of images complement each other. Let the images reflect pluralism.
  • In style we should always aim for images with a mild colour tone, with less saturation -a modern, creative feeling.
Color Palette
  • Gothenburg’s logo colour is blue.
  • The white logo should be used when the logo appears on pictures or against a coloured background.
  • The black logo should be used if specific printing conditions require it.

  • PANTONE PROCESS BLUE C CMYK: 100/10/0/0 sRGB: 0/148/216 HEX: 0094D8 NCS: ≈S 1565-B

  • Colours are an important part of the graphic identity. The broad colour palette is carefully chosen, signalling the destination core value pluralism and typical Gothenburg features. From the ocean, the Älvsborg bridge, harbour cranes and navigation marks via parks, the lion and crown on the fortifications, to bricks, cobblestones, concrete and cliffs.
  • COOL GRAY 11 C CMYK: 0/0/0/80 sRGB: 87/87/87 HEX: 575757
  • PANTONE 302 C CMYK: 100/75/40/0 sRGB: 0/74/110 HEX: 004A6E
  • PANTONE PROCESS BLUE C CMYK: 100/10/0/0 sRGB: 0/148/216 HEX: 0094D8
  • PANTONE 7472 C CMYK: 60/0/30/0 sRGB: 102/193/191 HEX: 66C1BF
  • PANTONE 376 C CMYK: 50/0/90/0 sRGB: 149/194/61 HEX: 95C23D
  • PANTONE 7405 C CMYK: 0/14/100/5 sRGB: 248/207/0 HEX: F8CF00
  • PANTONE 173 C CMYK: 0/80/95/0 sRGB: 233/78/36 HEX: E94E24
  • COOL GRAY 5 C CMYK: 0/0/0/40 sRGB: 178/178/178 HEX: B2B2B2
  • CMYK: 37/18/15/5 sRGB: 167/186/200 HEX: A6BBC9
  • CMYK: 100/10/0/0 40% sRGB: 164/214/245 HEX: A4D6F5
  • CMYK: 60/0/30/0 40% sRGB: 205/232/231 HEX: CDE8E7
  • CMYK: 50/0/90/0 40% sRGB: 216/231/185 HEX: D8E7B9
  • CMYK: 0/14/100/5 40% sRGB: 255/236/173 HEX: FFECAD
  • CMYK: 0/80/95/0 40% sRGB: 249/191/159 HEX: F9BF9F
  • COOL GRAY 1 C CMYK: 0/0/0/15 sRGB: 227/227/227 HEX: E3E3E3
  • CMYK: 10/3/2/5 sRGB: 226/235/239 HEX: E2E9EF
  • CMYK: 100/10/0/0 20% sRGB: 212/234/250 HEX: D4EAFA
  • CMYK: 60/0/30/0 20% sRGB: 234/243/243 HEX: EAF3F3
  • CMYK: 50/0/90/0 20% sRGB: 236/243/222 HEX: ECF3DE
  • CMYK: 0/14/100/5 20% sRGB: 255/246/217 HEX: FFF6D9
  • CMYK: 0/80/95/0 20% sRGB: 253/224/208 HEX: FDE0D0
  • In style we should always aim for images with a mild colour tone, with less saturation -a modern, creative feeling.
Typography
  • Identifying typography consists of a few carefully selected fonts that are consistently used in all our printed material. Identifying typography makes it easier to distinguish Gothenburg as the issuer.
  • DIN Regular and Light is used for shorter facts and information texts and intermediate headings in print productions. DIN Bold is used for headings and only in upper-case letters.
  • Georgia Regular is used for body copy in communication material and in web publications.
  • Lutz Headline is used along with the go logo. Lutz Headline is only available in the upper-case.
  • Arial Regular is used for headlines and information texts at goteborg.com
  • When producing material in-house and in a daily context, we use fonts that already exist in our computers. Gothenburg uses Georgia as an everyday font, except for charts and tables, Excel-documents, where Arial is to preferred.
  • Georgia is used for material such as letters and PowerPoint presentations.
  • Arial Regular is used for charts and tables.
Logo Usage
  • We use an international version of the logotype for communication outside the Nordic and German markets.
  • The logotype for the destination Gothenburg is used on the Swedish and Nordic market.
  • NOTE! The Swedish logotype should always be used when in Sweden or other Nordic countries -even for communication in English.
  • Gothenburg’s logo colour is blue.
  • The white logo should be used when the logo appears on pictures or against a coloured background.
  • The black logo should be used if specific printing conditions require it.
  • PANTONE PROCESS BLUE C CMYK: 100/10/0/0 sRGB: 0/148/216 HEX: 0094D8 NCS: ≈S 1565-B
  • The white logo should be used when the logo appears on pictures or against a coloured background. The black logo should be used if specific printing conditions require it.
  • The logo is often displayed along with other information, other graphics or other logos. To ensure that the logo is clearly visible in these contexts, a specific amount of free space must be left around it. No elements can be placed in this space. A good rule is to always leave the area around the logo free from other graphic elements.
  • The size of the free space is determined by the size of the letter “o” in the logo.
  • Our logo is unique and patented. This means that it is strictly prohibited to recreate the logo in a different version, with a similar design and similar lettering, or to use any parts of the logo separately. It is also forbidden to manipulate the logo’s shape in any way.
  • The logo may never be placed in or used as part of the body text. The word image can in no way be emulated within the text.
  • To guarantee readability, the colour logo may never be smaller than 18 mm. The black and white logo is permitted in sizes down to 13 mm.
  • 18 mm
  • 60 px at thes webb
  • Smallest permitted size.
  • Colour logo
  • 13 mm
  • 45 px at thes webb
  • Negative logo
  • Black and white logo
  • The logo go may only be used along with the logo for the destination.
  • When the logos appear on the same page, go is normally placed in the upper left corner and Goteborg down to the right.
  • The starting-point is that the logos are given the same width.
  • It is important that the logos get the right size, placing and free space to do them justice.
Tone And Messaging
  • OUR CORE VALUES CREATE THE SOUL OF THE BRAND All communication regarding the destination starts with our core values. They are the very soul in our brand and business.
  • PLEASANT Gothenburg is a city where people flourish. Locals and visitors think of the city as a friendly and welcoming place where it is easy to find positive connections with others.
  • PLURALISTIC Gothenburg has a fantastic range of activities and meeting places. The attitude is open and tolerant – we see pluralism as a great asset in Gothenburg’s continuous development as a destination.
  • INSPIRING The city offers creative experiences and brings out the desire and creativity in people. The selection and pluralism are unique features and inspire locals and visitors to see and think in new ways.
  • Gothenburg has a new identity and tone based on the “go:” concept. This concept is central to all communication regarding Gothenburg as a destination. Our aim is to enhance Gothenburg’s image as a city associated with tourism, events and knowledge.
  • The go logo may only be used along with the logo for the destination.
  • The go logo could preferably be used along with a message.
  • The approved word are listed here. If you want to use other words please contact the communications department for approval.
  • ACCESSIBLE AHEAD ALL IN BE AMAZED DISCOVER ENJOY EXPERIENCE EXPLORE FEEL THE BEAT FEEL THE VIBE FOR CHANGE FOR GOLD FOR SUCCESS FORWARD GOURMET JOIN THE PARTY MAKE MEMORIES MEET PARTY SHARE YOUR IDEA SHOPPING SUSTAINABLE TASTE TOGETHER VISIT
  • The go logo may only be used with Lutz Headline.
  • The height of the letter “t” in the Gothenburg logo determines the height of the upper case letters in the text.
Brand Values
  • OUR CORE VALUES CREATE THE SOUL OF THE BRAND
  • All communication regarding the destination starts with our core values. They are the very soul in our brand and business.
  • PLEASANT
  • Gothenburg is a city where people flourish. Locals and visitors think of the city as a friendly and welcoming place where it is easy to find positive connections with others.
  • PLURALISTIC
  • Gothenburg has a fantastic range of activities and meeting places. The attitude is open and tolerant – we see pluralism as a great asset in Gothenburg’s continuous development as a destination.
  • INSPIRING
  • The city offers creative experiences and brings out the desire and creativity in people. The selection and pluralism are unique features and inspire locals and visitors to see and think in new ways.
  • The image photo style plays a vital part in the graphic identity of the destination. In brief, the selection of images should reflect our core values: pleasant, pluralistic and inspiring.
  • The core value pleasant is best communicated close up. It is important that portraits feel spontaneous to show life and movement.
  • Let the images reflect pluralism.
  • One condition is that the project should be clearly in line with the core values and message that the brand Gothenburg aims to represent.
Visual Style
  • Gothenburg’s logo colour is blue.
  • The white logo should be used when the logo appears on pictures or against a coloured background.
  • The black logo should be used if specific printing conditions require it.
  • PANTONE PROCESS BLUE C CMYK: 100/10/0/0 sRGB: 0/148/216 HEX: 0094D8 NCS: ≈S 1565-B
  • The logo is often displayed along with other information, other graphics or other logos. To ensure that the logo is clearly visible in these contexts, a specific amount of free space must be left around it. No elements can be placed in this space. A good rule is to always leave the area around the logo free from other graphic elements.
  • The size of the free space is determined by the size of the letter “o” in the logo.
  • Our logo is unique and patented. This means that it is strictly prohibited to recreate the logo in a different version, with a similar design and similar lettering, or to use any parts of the logo separately. It is also forbidden to manipulate the logo’s shape in any way.
  • The logo may never be placed in or used as part of the body text. The word image can in no way be emulated within the text.
  • To guarantee readability, the colour logo may never be smaller than 18 mm. The black and white logo is permitted in sizes down to 13 mm.
  • 18 mm
  • 60 px at thes webb
  • Smallest permitted size.
  • Colour logo
  • 13 mm
  • 45 px at thes webb
  • Negative logo
  • Black and white logo
  • When the logos appear on the same page, go is normally placed in the upper left corner and Goteborg down to the right.
  • The starting-point is that the logos are given the same width.
  • It is important that the logos get the right size, placing and free space to do them justice.
Layout And Composition
  • The logo is often displayed along with other information, other graphics or other logos. To ensure that the logo is clearly visible in these contexts, a specific amount of free space must be left around it. No elements can be placed in this space. A good rule is to always leave the area around the logo free from other graphic elements.
  • The size of the free space is determined by the size of the letter “o” in the logo.
  • Our logo is unique and patented. This means that it is strictly prohibited to recreate the logo in a different version, with a similar design and similar lettering, or to use any parts of the logo separately. It is also forbidden to manipulate the logo’s shape in any way.
  • The logo may never be placed in or used as part of the body text. The word image can in no way be emulated within the text.
  • When the logos appear on the same page, go is normally placed in the upper left corner and Goteborg down to the right.
  • The starting-point is that the logos are given the same width.
  • It is important that the logos get the right size, placing and free space to do them justice.
Photography Style
  • The image photo style plays a vital part in the graphic identity of the destination. In brief, the selection of images should reflect our core values: pleasant, pluralistic and inspiring.
  • A view has to say more than just landmarks, buildings or scenery. Add inspiration with an interesting angle, light or cut.
  • Show the city from a close up perspective. It is sometimes preferred when showing characteris­tic features for the destination: a tram number, a detail from the shipyards or the yellow bricks.
  • The core value pleasant is best communicated close up. It is important that portraits feel spontaneous to show life and movement.
  • We work with images of various kinds. It can often get boring if all images are photographed from the same distance and angle. It is better to let different kinds of images complement each other. Let the images reflect pluralism.
  • In style we should always aim for images with a mild colour tone, with less saturation -a modern, creative feeling.
Choice Of Paper
  • An uncoated paper gives a calm and elegant impression. The matte finish is pleasant for the eye and suitable for text as well as photography. It works well for correspondence and more.
  • A coated paper is a useful complement to the uncoated paper. The glossy finish makes it suitable for photographs, covers and more.
  • UNCOATED Exemple: Scandia2000,Anatalis. Munken Polar, Arctic Paper.
  • COATED Exemple: Imperial Gloss MultiArt Silk, Papyrus
Co Branding
  • The logotypes can be used in collaborative projects between Goteborg & Co and others marketing the destination. This should be carried out according to guidelines in the manual.
  • One condition is that the project should be clearly in line with the core values and message that the brand Gothenburg aims to represent.
  • Please note that the project logotype should be placed in the lower left corner, in the same size as the Gothenburg logotype.
  • The project logotype is placed in the lower left corner, in the same size as the logotype for destination Gothenburg.
  • The destination Gothenburg logotype is always placed in the lower right corner.
🐛 Report